Current Event:
Patagonia, a clothes brand known for its outdoor sports gear just partnered with craft brewer New Belgium Brewing. They launched together an “organic” beer called the “California Route, in order to celebrate Patagonia’s brand 40th anniversary”.
The can is displaying the clothes’ brand logo. The profits from the beers’ sales are going to be offered to the United Way of Larimer County’s Long Term Flood Recovery fund.
According to Ad Age : « The brew is another example of the creative thinking and partnerships that have helped propel the craft beer industry to growth despite relatively little traditional advertising ».
TTIY :
I have a friend who came to visit me this week from Berlin. She is French and moved to Germany about two years ago. In order to know more about how American Apparel was succeeding in targeting its audience, I decided to interview her. As a regular buyer of the brand, I thought it was a good idea to have her international point of view. She is 24, and working as an online marketing manager for a fashion website. She is a regular clothes buyer; it is where most of her budget goes.
- How often do you buy clothes at American Apparel:
I buy one item, at least once a month. I buy most of my clothes there.
- Do the brand’s communications methods (e.g. CEO sex scandals, sex ads) influence you in your purchases?
It may appear contradictory, but campaigns that I judge positive influence my purchases in a good way (ex: pro LGBT campaigns), while scandals and other “negative” images transmitted by the brand do not influence me at all. For instance, I do not think that the CEO’s actions represent the brand. For that reason, I do not pay attention to them.
- How could American Apparel’s plan be even more effective in its outreach to someone like you?
I consider American Apparel’s communications and marketing policy effective. Its important presence via social media is a good way for me to being updated on new trends. For instance, its Instagram account is very powerful. I like it because the brand posts shops sellers’ pictures wearing American Apparel clothes, which allows me to identify myself to the brand.
Patagonia, a clothes brand known for its outdoor sports gear just partnered with craft brewer New Belgium Brewing. They launched together an “organic” beer called the “California Route, in order to celebrate Patagonia’s brand 40th anniversary”.
The can is displaying the clothes’ brand logo. The profits from the beers’ sales are going to be offered to the United Way of Larimer County’s Long Term Flood Recovery fund.
According to Ad Age : « The brew is another example of the creative thinking and partnerships that have helped propel the craft beer industry to growth despite relatively little traditional advertising ».
TTIY :
I have a friend who came to visit me this week from Berlin. She is French and moved to Germany about two years ago. In order to know more about how American Apparel was succeeding in targeting its audience, I decided to interview her. As a regular buyer of the brand, I thought it was a good idea to have her international point of view. She is 24, and working as an online marketing manager for a fashion website. She is a regular clothes buyer; it is where most of her budget goes.
- How often do you buy clothes at American Apparel:
I buy one item, at least once a month. I buy most of my clothes there.
- Do the brand’s communications methods (e.g. CEO sex scandals, sex ads) influence you in your purchases?
It may appear contradictory, but campaigns that I judge positive influence my purchases in a good way (ex: pro LGBT campaigns), while scandals and other “negative” images transmitted by the brand do not influence me at all. For instance, I do not think that the CEO’s actions represent the brand. For that reason, I do not pay attention to them.
- How could American Apparel’s plan be even more effective in its outreach to someone like you?
I consider American Apparel’s communications and marketing policy effective. Its important presence via social media is a good way for me to being updated on new trends. For instance, its Instagram account is very powerful. I like it because the brand posts shops sellers’ pictures wearing American Apparel clothes, which allows me to identify myself to the brand.
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